consumer software brand management
DESCRIPTION
Consumer Software Brand Management by Erin Hintz at SVPMA Monthly Event November 2006TRANSCRIPT
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Consumer Software Brand Management
Erin HintzVP, Global Consumer MarketingErin HintzVP, Global Consumer Marketing
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“An orange is an orange…is an orange. Unless…that orange happens to be Sunkist, a name 80 percent of consumers know and trust”
Russell Hamlin, CEO, Sunkist Growers
What is Branding?
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What is a Brand?
A brand is more than what it appears to beIt’s more than a nameIt’s more than logoIt’s more than the product
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“I don’t know who you are.I don’t know your company.I don’t know your company’s products.I don’t know what your company stands for. I don’t know your company’s customers.I don’t know your company’s reputation.Now—What was it you wanted to sell me?”
McGraw Hill Magazine Ad
Brand – A Key Differentiator
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Building a Brand
ProductFeaturesQuality
Name
Imagery Pricing
CustomerTouchpoints
Emotional Benefits
Corporate Culture &
Values
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Role of Marketing in Branding
Customer segmentationPositioning and pricingMessaging and namingPackagingImagery and communications
Marketing is the steward of the brand.
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Customer Segmentation
Indifferentto Security
Wired
Mature& Secure
DigitalFamilies
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Why is Positioning Importantin Branding
Focuses meaning and relevance of the brand in the minds of the target market
BMW means ultimate driving machine for performance-oriented drivers
W Hotels mean hip comfort for trend-oriented business and leisure travelers
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Importance of Lifecycle Messaging
Customer
Awareness
Repurchase Consideration
Purchase
Usage
Maintenance/Updates
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Customer-centric Packaging
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Brand Imagery & Communication
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Interacting with the Brand
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Norton gives you the freedom to work and play in the connected world—
On your own terms
Norton Brand Promise
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Brand—Extend or Not?
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A Tale of Two Brands
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Brand Extension Failures
Bic perfumesHarley Davidsonwine coolersLevi's tailoredclassics suitsDomino's fruit-flavored bubble gumMicrosoft security software
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43.9
39.51
35.56
33.04
30
40
50
%
Net Promoter Scores by Company—Highest to Lowest
Leadership & Brand—Customer Loyalty
Source: Net Promoter® Industry Report 2006 Consumer Software—May 2006 report
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Product Management Rolein Branding
ProductFeatures QualityDifferentiation
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Summary
Successful branding starts with the productMarketing—Stewards of the brandBrand promise must scale to business aspirationsHuge benefits for doing it right!
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Thank you